E-commerce dagen Utrecht: Through the line communication
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Presentation sponsored by: Presented on: e-commerce Dagen 2012 http://e-commercedagen.nl/
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17-Oct-2014 -
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E-commerce Dagen in Utrecht: presentation about marketing and through the line communication. from e-commerce to Direct Marketing!
Transcript of E-commerce dagen Utrecht: Through the line communication
Presentation sponsored by:
Presented on: e-commerce Dagen 2012http://e-commercedagen.nl/
Through the line communicationNo bullshit, just reality!
ABOUT US
Thomas Cook is…
Pan-”European” travel company
Germany, UK, The Netherlands, Belgium, France, Luxembourg, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, Russia, Canada & India
3200 travel agents
33 tour operators (Eg. Neckermann, Vrijuit)
33.000 employees
95 airplanes
BE 7 – 0 NL
Thomas Cook Belgium is…
Sport – Discover – Cruises
Contact
HANS SMELLINCKXMarketing Manager Direct & Digital
20 years experience FounderSocial Marketing Forum®Evolution
Social Media
E-mail Marketing
Direct Marketing
Interactive Marketing
Mobile Marketing
Metrics, KPI’s & dashboardingBlogger
IAB BELGIUM
E-commerce
TEDx Flanders
We are…
Dream
DreamDream
Experience
TogetherAlone
Basics
DEAD
One to one communication is…
URBAN LEGEND N°1
ONE TO MANY
The life cycle of a consumer was…
& now influenced,…not only by brands!
(E-)commerce has a different landscape
The Challenge
Company tunnel vision
Changing people takes time
Customer Journey
it’s fun to go on a holiday, why not making the process inspiring?
Only possible if CRM meets retail & digital!
Reisinspiratie.be
EGYPTSPAIN
THAILAND
TUNESIA
FRANCE
TURKEY
MOTOR
USA
CRUISES
DISCOVER
E-com shops (offer & banners)E-com shops
(offer & banners)Social media integration
Social media integration
Travel Squareintegration
Travel Squareintegration
Used in DM campaignsUsed in DM campaigns
TC inspiration website
TC inspiration website
More than 300,000 fans
More than 1.5 million contacts
E-mail mktE-mail mkt
More than 1 millioncontacts
DATA CLUTTER
Connecting the dots
WEBSITE
MOBILE
DATA MININGDATA MODELLING
Relevant messages
CRMSOCIAL
It’s not a sprint!
2011 2012 2013© Insites Project model
It’s a marathon!
Sales succesSales LeadsCommunication & marketing
Don’t waste your money at user experience gurus
Project guidelines
Goal: increase performance of existing newsletters (more than 15/20 %) Increase sales Check “popularity” Big progress only be possible if you focus on the unconscious behaviour Solid partner:
URBAN LEGEND N°2
User experience experts will save your business
The old versions
URBAN LEGEND N°2
The test
mRI scans
The result
New templates
The result
New templates
The result
New templates
The result
New templates
Success
We really go further…
